The recent M2Moms conference found that :
- 60% of moms feel that marketers are ignoring their needs.
- 73% of moms feel that advertisers don't really understand what its like to be a Mom.
Bottom line - advertisers aren't connecting with moms. Moms don't see themselves in the ads.
I believe this is one of the main reasons why so many marketing to women campaigns fail. The images/characters in the ads don't reflect the kind of person she believes herself to be (or strives to be)
I'm the kind of person who....
How does she see herself? What is her self-perception? What values does she see in herself? How does she answer the question....I'm the kind of person who.......
For example. I see myself as a good dog mom. When my lab got home from knee surgery this summer, she was in bad shape. So I pulled a mattress off the bed so I could sleep next to her on the floor. I'm the kind of person who.... goes above and beyond (and what other people might consider over the top) for the dog I love.
When I see a commercial featuring a person who goes above and beyond for her dog, I see myself in that person. The mental association is - women like me who are good to their dogs use this product, thus, I can picture myself using this product.